Placeholder Image

Subtitles section Play video

  • Digital is now an integral part of our everyday lives.

  • There are 1.7 billion people online globally,

  • and in the U.K., it's 80 percent of the population.

  • As consumers, we spent 30 percent of our leisure time on the internet,

  • We can now communicate with friends, colleagues, communities around the world in real time.

  • And the world information is simply a click away.

  • However, this is not just the consumer phenomenon.

  • The very same pattern holds true for business.

  • In fact, recent research shows that business purchasers spend 73% of their work related media consumption time online.

  • Almost 3/4 of C-Level executives use internet everyday at work.

  • And 83% B2B buyers research online, it's 70% starting an research process on the search engine.

  • We know that the buying process for businesses is more complex than for consumers.

  • There are multiple influences, involved in the majority business purchase decisions,

  • and these individuals are often using a wide variety of information sources.

  • B2B marketing is previous approach It's quite straightforward.

  • We sent to our good market strategies around on 3 key questions.

  • WHO are we targeting?

  • WHAT are we offering ?

  • And HOW do we communicate this in the most effective way.

  • Digital, has dramatically increased complexities of the marketing challenge,

  • making these questions harder to answer. Understanding where your customers are,

  • and targeting the right message to the right person, at the right point of the buying cycle is critical to success.

  • Marketing is need to change the approach and integrate digital values into the core and marketing plans.

  • We see 3 shifts taking place which formed the basis for new digital imperatives in marketing.

  • Firstly, there's a shift from research to real time insight.

  • Today's technology gives you immediate access to data on user behavior.

  • Enabling you to keep up and react to change much more quickly.

  • Traditionally to find out questions such as how much interest is there in my product?

  • You would look to put together some customers research.

  • Now you can find online tools which offer additional real-time insights to answer these questions.

  • To find out what messages your customers are most acceptive

  • You could run focus group.

  • However online, you can see in real-time. How many people engage with your ad creative, and optimize your campaigns accordingly.

  • Secondly, we see a shift from creative to content.

  • Thy types of information the B2B buyers search for depends on where they are in the buying cycle, their roles, and their needs.

  • The internet gives an access to wealthy information,

  • and easy-to-consume content.

  • Marketing is there for me to understand their audience, and provide appropriate content at the right stage of the buying cycle.

  • B2B buyers consume content in many forms.

  • Over half of I.T. buyers subscribe to RSS feeds. two-thirds of C-suite executives, you worked related videos online at least once a week.

  • In fact, a quarter of them prefer watching video content to reading text.

  • Marketing is need to distribute content wherever prospects are looking.

  • Distributing or syndicating your content gives your brand a greater reach, and enables users to engage with you.

  • in an environment of their choice. What's more, the growing trend of social media demands the content insurable as well.

  • Three causes of tech decision makes use social media on the job.

  • Marketing should leverage the power of these communities and the value of its peer interactions online to participate in.

  • and even initiate conversations about their brand and relevant industry issues.

  • The final shift we see is from one way push to two-way push and pull.

  • Brands and businesses need to master the digital strategies to pull customers to content,

  • push content to customers and also to combine push and pull marketing to drive better efficiency in the overall marketing mix.

  • Marketing....and integrate digital into the core of the marketing strategies first will gain competitive advantage in the longer term.

Digital is now an integral part of our everyday lives.

Subtitles and vocabulary

Operation of videos Adjust the video here to display the subtitles

B1 UK marketing content b2b digital online real time

B2B marketing in a digital world

  • 22542 1227
    林彥君 posted on 2014/08/09
Video vocabulary